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4 principios del marketing digital

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  • 1. 18-11-2009 1 PRINCIPIOS BASICOS DEL MARKETING DIGITAL Topic: Internet Marketing  E-Marketing vs. marketing  Internet demographics  Advantages  New contagions of information  Impact on Product Mix  New innovation paradigm
  • 2. 18-11-2009 2 3 First A Few Facts  E-Marketing ≠ sales  Marketing plan ≠ e-Marketing plan  Most organizations have no:  Marketing strategy  Marketing plan  e-Marketing plan  Brand advocacy strategy  Good news: The Internet keeps on growing  Bad news: Getting harder to be found 4 Baseline Definition of e-Marketing “…identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.” Adaptation of Philip Kotler’s original definition of marketing.
  • 3. 18-11-2009 3 5 Customer Integrated Into Process Monologue One way Mass communication Static No interaction among customers Shotgun approach Hard to identify customers Hard to manage customers BEFORE AFTER Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data Customer CustomersSupplier Supplier Internet 6 E-Marketing: More Than Just Your Website ACME Branded site Site linking Small businesses B2B partners Industry Business resource Hubs - Regional - By industry - By application - Portals - Verticals Search engines - Regionally - Worldwide Outsource Partners Admin portal - Regional - Agent communities - By industry - By application - Portals First time visitors from search engines. Partners Other Blogs Other Blogs Forum A B C A B C PORTAL
  • 4. 18-11-2009 4 7 Global Online Population  Currently about 1.2 billion  Projected to grow to 1.8 billion by 2010 8 Websites Worldwide Netcraft November 2006 survey Enero 2009: número de sitios en intertnet sobrepasó los 185 milliones 70 million blogs in just 4 years. 120K blogs being added each day.
  • 5. 18-11-2009 5 9 U.S. Online Ad Spending: 5.9% of the $285 billion total U.S. advertising market Source: Wall Street Journal, May 25, 2007, pg. B1 $16.9 Interact 2009 : Digital Advertising gets Innovative Interact Congress 10th - 12th June 2009 Spend on online as a percentage of all media spend by country 24.4% 23.1% 21.1% 19.5% 18.0% 16.1% 15.2% 12.7% 11.5% 10.8% 10.5% 8.9% 8.7% 6.8% 2.1% Denmark UK Norway Sweden Netherlands France Germany Poland Finland Hungary Belgium Spain Italy Austria Greece Source: IAB Europe/PwC, WARC Online has established itself as a main medium with a share of 15% and more in several countries Note: This is based on WARC main media spend data, excluding internet with IAB ad spend added back in
  • 6. 18-11-2009 6 11 Advantages  Democratization of advertising  Reach: Collapsing barriers of time & space  Lower risk of product / services innovation  Lower cost / higher ROI  Digitization of all information  Virtual supply chains  Virtual markets  Virtual real-time interaction with customers & suppliers  Scalability  Ability to coalesce and reach increasingly fragmented markets  Streamline business process 12 Strategic Advantages  Create new sources of competitive advantage  More direct distribution model  Reengineer the supply chain  Invent new business models  Target underserved segments  Lower price barrier  New delivery methods to reduce capital expenditure and pricing  Create more efficient marketplace  Create a “virtuous cycle”
  • 7. 18-11-2009 7 13 Benefit of Creating A “Virtuous Cycle”  Reduce the risk of guessing by letting the community define the need, want, problem, and value proposition  Speed development cycles  Create precise features / value  Create brand advocates  Community endorsement Community and feedback loop integral part of shaping product 14 Recognize Elements of Value Creation: Generic Value Chain Visual representation of what organizations do to create value. Margin is the difference between Customer Perceived Value (CPV) and cost. The primary and second activities attribute to cost. Primary Activities SupportActivities Inbound Logistics Operations Outbound Logistics Marketing & Sales Service Procurement Technology Development Human Resources Firm Infrastructure Cost Profit = $ Price (Customer Perceived Value) + Source: Porter’s value chain
  • 8. 18-11-2009 8 15 Traditional Industry Supply Chain OEM SERVICE PROVIDER VAR Reseller End User Look to bypass intermediaries. Each entity looks very little beyond the next partner in the food chain. Incremental value added. Value Chain Value Chain Value Chain Typical Service Provider Supply Chain Production based value creation. (transforming inputs into outputs) Commerce based value creation. (arbitrage) 16 Rearrange Your Supply Chain: Create More Strategic & Symbiotic B2B Relationships  Think in terms of solving the common objectives, interests, and obstacles.  Pursue common challenges.  Pursue common goals.  Remove common obstacles.  Achieve collective profitability  How?  By removing inefficiencies and duplicity of efforts in each discrete value chain.  Collaborate together to link strategies, validate new applications, how to market them, how to price them, and how to launch them,  The basic principle is to leverage, link, and coordinate resources at a strategic level towards achieving the same fundamental goals. OEM Service Provider VAR Reseller End User Value Chain Value Chain Value Chain Build more strategic & symbiotic value chain. G O A L Reduce duplicity Reduce costs Leverage resources Increase value
  • 9. 18-11-2009 9 17 Internet Disintermediate OEM Service Provider Reseller End User Look for new ways to disintermediate the supply chain. Leverage business models or disintermediate to capture sources of competitive advantage. ASP, On Demand, or B2B relationships to capture cost savings and revenue sharing. Every step along the way (middleman or channel) is a cost point. Each step that can be optimized means a cost savings that can contribute to more competitive offering. Web Centric New players like are disintermediating the old supply chain. In doing so, converting cost savings as a source of competitive advantage. $ cost $ cost Value Chain Value Chain Value Chain $ cost $ Price $ cost Value Chain 18 Baseline Guidelines  Create an E-marketing plan  Choose top level domain name early  Choose & trademark branded domains  Design & linkage  Relationship of all internal websites to target customers, industry sites, suppliers, business sites, portals, blogs  Infrastructure: Who will host sites, applications, and associated servers  SEO plan and strategy for your websites  Indexing  Real-time analytics  Communication utilities  E-mail, IM, real-time voice, weblogs, social, viral  E-mail list management and opt in / out best practice  Online advertising or “soft branding”  E-commerce site  Drive traffic
  • 10. 18-11-2009 10 19 New Paradigm  Sell your idea first  Find your actors (audience) first  Size does not matter  Reduce risk by pushing control out  Value creation increases  Decentralize authority, process, and IP  Transparency creates value  Truth travels fast  Price alone is not sustainable  Reengineer your value chain  Skip intermediaries wherever possible  Reinvent your business models  Change the status quo 20 Impact on Product Mix  Product / service strategy  Shared risk through open collaboration  Place (channel)  Actors & marketspace  Agents  Pricing  Hypercompetitive  Convert traffic to advertisement revenue  Promotion  Community  Customer support  24 X 7  Virtual  FAQ, forums, electronic
  • 11. 18-11-2009 11 21 Old 4Ps Paradigm 4Ps Value Creator Customer Product Place Pricing Promotion Almost no feedback loop. Higher risk of innovation and guessing market. 22 New Innovation Paradigm  Democratization of 4Ps paradigm  Citizen branding  Collective collaboration  Collective risk sharing  Collective product innovation  Collective IP ownership  Citizen marketers will sell “remarkable” ideas  Innovators should adopt the 1% rule  If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter  Work backwards  Build your brand around your idea first. If the community you are targeting does not coalesce and rally around the idea, continuing to build the product is irrelevant  Create your own “blue ocean”  If you play it safe and go by the rules of your industry, value chain, and business model – you’re dead!  Most industries and markets are saturated and highly concentrated.
  • 12. 18-11-2009 12 23 New Paradigm: Collaborative Open Innovation 4Ps Value Innovator Customer Product Brand Capturing customer interaction creates tremendous value and reduces risk. Promotion 24 Contagions  New mediums for communicating information virally among your actors WOMM widget bliget chicklet buzztracker mashup delicious social media social bookmarking SMO trackback digg tag typelist blogroll viral marketing buzz marketing vblog podcasting contentcasting
  • 13. 18-11-2009 13 25 92% PREFER WOM RECOMMENDATION 91% LIKELY TO BUY ON RECOMMENDATION
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  • 17. 18-11-2009 17 34
  • 18. 18-11-2009 18 35 What’s In? What’s Out? SUMMARY: Consumer Trends for 2008-2009 http://www.trendwatching.com.. TRENDWATCHING Yet to Come TRENDS
  • 19. 18-11-2009 19 What’s In? What’s Out? SUMMARY: Online Advertising Continues To Evolve & Mature. DILIP DASILVA TRENDS Lo único constante en el marketing digital será… el cambio.